Higher Education

Marketing 2016, 18th Edition

  • William M. Pride Texas A&M University
  • O. C. Ferrell Belmont University
  • ISBN-10: 1285858344  |  ISBN-13: 9781285858340
  • 720 Pages
  • Previous Editions: 2014
  • © 2016 | Published
  • College Bookstore Wholesale Price = $182.25

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Pride and Ferrell's MARKETING 2016 provides a thorough overview of essential marketing principles within a visually engaging, reader-friendly presentation. This popular, proven text helps students develop the knowledge and decision-making skills they need to succeed in today's competitive business environment. MARKETING 2016 delivers in-depth coverage of fundamental marketing concepts and strategies, along with practical applications and real-world examples, including up-to-date material on social networking, digital marketing, social and environmental responsibility, globalization, entrepreneurship, and marketing in times of transition. The current edition also features a new chapter on managing services and branding, a new section exploring the importance and uses of Big Data, updated learning objectives, and access to new "Ask a Marketer" videos to introduce key concepts. Perfect for students of all backgrounds and interest levels, MARKETING 2016 is an essential resource for classroom and career success.

Features and Benefits

  • "Marketing Debate" features present controversial marketing issues and encourage students to apply critical thinking processes to take a stance on topics such as marketing children's toys with fast food, privacy issues in retail return tracking, child-free seating zones on airplanes, consumer monitoring via cell phones, and Promoted Tweets.
  • Marketing success stories outside of traditional corporate environments are showcased in "Entrepreneurship in Marketing" features, providing examples of ways that good ideas and strong marketing strategies can help anyone launch, grow, and sustain a business.
  • "Emerging Trends in Marketing" features highlight the role marketers play in organizational success during times of transition, such as the digital era boom, the economic collapse, and periods when consumer habits and global markets are evolving rapidly. Examples include the comeback of vinyl LPs, "Limited Time Only" fast food promotions, pet-friendly hotels, Starbucks, and Pinterest.
  • Special features on "Green Marketing" illustrate how organizations are transforming their own marketing models to develop sustainable, environmentally conscious business practices, as well as changing the way consumers think about products and services. Examples include the global market for electric cars, sustainability as a competitive advantage, zero-waste initiatives, ecotourism, certifiable organics, green packaging and distribution, and sustainable energy.
  • A full range of text-specific supplements is available to enhance teaching and learning, with resources that combine cutting-edge technology, appealing design, and modern multimedia to meet the diverse needs of today's instructors and students.

Table of Contents

1. An Overview of Strategic Marketing.
2. Planning, Implementing, and Evaluating Marketing Strategies.
3. The Marketing Environment.
4. Social Responsibility and Ethics in Marketing.
5. Marketing Research and Information Systems.
6. Target Markets Segmentation and Evaluation.
7. Consumer Buying Behavior.
8. Business Markets and Buying Behavior.
9. Reaching Global Markets.
10. Digital Marketing and Social Networking.
11. Product Concepts, Branding and Packaging.
12. Developing and Managing Products.
13. Services Marketing.
14. Marketing Channels and Supply-Chain Management.
15. Retailing, Direct Marketing and Wholesaling.
16. Integrated Marketing Communications.
17. Advertising and Public Relations.
18. Personal Selling and Sales Promotion.
19. Pricing Concepts.
20. Setting Prices.
Career Appendix.
Financial Analysis.
Sample Marketing Plan.

What's New

  • A new chapter on managing services and branding consolidates material from two chapters in the previous edition, creating a more streamlined presentation and natural organization of related topics.
  • The chapter on Marketing Research and Information Systems includes a new section on Big Data, reflecting the growing importance of sophisticated marketing data and analytics, as well as their challenges and ethical implications. The section includes relevant, current examples showcasing real-world uses of Big Data by Target, Samsung Mobile, DataSift, Best Buy, and Burke.
  • The text includes updated learning objectives based on current marketing trends, techniques, and best practices, ensuring that text material relates to specific, measurable outcomes that will help prepare students for professional success.
  • New "Ask A Marketer" videos offer an engaging, memorable introduction to key marketing concepts, providing a reliable way to connect with today's learners and illustrate the real-world relevance of text concepts.

Alternate Formats

Choose the format that best fits your student's budget and course goals

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  • Looseleaf Edition

    ISBN-10: 1305631609  | ISBN-13: 9781305631601

    List Price = $169.95  | CengageBrain Price = $169.95  | College Bookstore Wholesale Price = $128.00

  • MindTap 1 Term (6 Months) + Bound Book

    ISBN-10:  1305792130 | ISBN-13:  9781305792135

    List Price = $255.95  | CengageBrain Price = $255.95  | College Bookstore Wholesale Price = $192.25

Learning Resource Bundles

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ePack: Text + LMS Integrated for MindTap® Marketing, 1 term (6 months) Instant Access

ISBN-10: 1337080446 | ISBN-13: 9781337080446

List Price = $255.95  | CengageBrain Price = $255.95  | College Bookstore Wholesale Price = $192.25

This Bundle Includes:

  • Marketing 2016
    List Price = $241.95  | CengageBrain Price = $241.95  | College Bookstore Wholesale Price = $182.25
  • LMS Integrated for MindTap® Marketing, 1 term (6 months) Instant Access
    List Price = $99.00  | CengageBrain Price = $99.00  | College Bookstore Wholesale Price = $99.00


All supplements have been updated in coordination with the main title. Select the main title's "About" tab, then select "What's New" for updates specific to title's edition.

For more information about these supplements, or to obtain them, contact your Learning Consultant.

Instructor Supplements

Instructor's Companion Website  (ISBN-10: 1285869311 | ISBN-13: 9781285869315)

Cengage Learning Testing, powered by Cognero® Instant Access  (ISBN-10: 1305392582 | ISBN-13: 9781305392588)

Cengage Learning Testing powered by Cognero® is a flexible, online system that allows you to: import, edit, and manipulate content from the text's test bank or elsewhere, including your own favorite test questions; create multiple test versions in an instant; and deliver tests from your LMS, your classroom, or wherever you want.

MindTap® Marketing, 1 term (6 months) Instant Access for Pride/Ferrell's Marketing 2016  (ISBN-10: 1285869400 | ISBN-13: 9781285869407)

MindTap is a personalized, fully online digital learning platform of authoritative Cengage Learning content, assignments, and services that engages your students with interactivity-while also offering you choice in the configuration of coursework and curriculum enhancement. Through a carefully designed chapter-based learning path, students can access the MindTap Reader eBook, brief quizzes, and a set of web applications known as MindApps to help you create the most engaging course for your students. MindApps range from ReadSpeaker (which reads the text out-loud to students), to Kaltura (allowing you to insert inline video and audio into your curriculum) to ConnectYard (allowing you to create digital "yards" through social media--all without "friending" your students). MindTap also contains measurable learning objectives for each learning unit, making it well beyond an eBook, a homework solution or digital supplement, a resource center website, a course delivery platform, or a Learning Management System. It is the first in a new category--the Personal Learning Experience.

List Price = $99.00  | CengageBrain Price = $99.00  | College Bookstore Wholesale Price = $99.00

Cengage Learning Write Experience 2.0 Powered by MyAccess, 1 term (6 months) Instant Access  (ISBN-10: 1285873475 | ISBN-13: 9781285873473)

Write Experience, now available for Pride 18E, helps students write effectively without adding to your workload! Write Experience uses artificial intelligence to score student writing instantly and accurately. It also provides students with detailed revision goals and feedback on their writing.

List Price = $99.00  | College Bookstore Wholesale Price = $99.00

LMS Integrated for MindTap® Marketing, 1 term (6 months) Instant Access  (ISBN-10: 1305253523 | ISBN-13: 9781305253520)

Cengage Learning provides Learning Management System (LMS) integration with our MindLinks service. This service is designed to deliver an optimal user experience through the learning management system (LMS) already used by the institution – facilitating learning retention and contributing to better learner outcomes. Our collaboration with LMS industry leaders helps drive advanced features like gradebook integration, while the fluid pedagogical design contributes to more teachable moments.

List Price = $99.00  | CengageBrain Price = $99.00  | College Bookstore Wholesale Price = $99.00

Student Supplements

MindTap® Marketing, 1 term (6 months) Instant Access for Pride/Ferrell's Marketing 2016  (ISBN-10: 1285869400 | ISBN-13: 9781285869407)

MindTap™ Marketing for Pride/Ferrell's Marketing 2016, 18th Edition provides you with the tools you need to better manage your limited time -- you can complete assignments whenever and wherever you are ready to learn with course material specially customized for you by your instructor and streamlined in one proven, easy-to-use interface. With an array of tools and apps -- from note taking to flashcards -- you'll get a true understanding of course concepts, helping you to achieve better grades and setting the groundwork for your future courses. Access to this product is valid for 6 months of usage.

List Price = $99.00  | CengageBrain Price = $99.00  | College Bookstore Wholesale Price = $99.00

Cengage Learning Write Experience 2.0 Powered by MyAccess, 1 term (6 months) Instant Access  (ISBN-10: 1285873475 | ISBN-13: 9781285873473)

Write Experience lets you improve writing and critical thinking skills. Your writing assignments are instantly and accurately scored with detailed revision goals and feedback on you writing to help you improve these skills.

List Price = $99.00  | College Bookstore Wholesale Price = $99.00

LMS Integrated for MindTap® Marketing, 1 term (6 months) Instant Access  (ISBN-10: 1305253523 | ISBN-13: 9781305253520)

This access code will provide you with seamless access to your MindTap™ Marketing resources from within your campus Learning Management System. You will be prompted to enter this access code the first time that you click on a link in your course that includes Cengage content.

List Price = $99.00  | CengageBrain Price = $99.00  | College Bookstore Wholesale Price = $99.00

Meet the Author

Author Bio

William M. Pride

William Pride (Ph.D., Louisiana State University) is a professor of marketing in the Mays Business School, Texas A&M University. In addition to this text, he is co-author of a market-leading principles of marketing book. Dr. Pride's research interests include advertising, promotion, and distribution channels, and his research articles have appeared in major professional journals, such as the Journal of Marketing, the Journal of Marketing Research, the Journal of the Academy of Marketing Science, and the Journal of Advertising. Dr. Pride is a member of the American Marketing Association, Academy of Marketing Science, Society for Marketing Advances, and the Marketing Management Association. He has received the Marketing Fellow Award from the Society of Marketing Advances and the Marketing Innovation Award from the Marketing Management Association. Both of these are lifetime achievement awards.

O. C. Ferrell

O. C. Ferrell (Ph.D., Louisiana State University) is University Distinguished Professor of Business Ethics at Belmont University. He most recently served nine years as University Distinguished Professor of Marketing and Creative Enterprise Scholar at the University of New Mexico. His academic research focuses on ethical decision-making, stakeholder relationships and social responsibility. He is a leading author in marketing ethics and stakeholder orientation to achieve marketing performance in organizations. Dr. Ferrell is past president of the Academic Council of the American Marketing Association and chaired the American Marketing Association Ethics Committee twice. Under his leadership, the committee developed the AMA Code of Ethics and the AMA Code of Ethics for Marketing on the Internet. He is Vice President of Publications for the Academy of Marketing Science. He has received the Cutco Vector Distinguished Marketing Educator Award from the Academy of Marketing Science. Dr. Ferrell is the co-author of 20 books and more than 100 articles. His articles have been published in the Journal of Marketing Research, Journal of Marketing, Journal of Business Ethics, Journal of Business Research, Journal of the Academy of Marketing Science, and The Academy of Management Executive, as well as other journals. His MARKETING: CONCEPTS AND STRATEGY TEXT, co-authored with Dr. William Pride, is one of the most widely adopted principles of marketing text in the world. BUSINESS ETHICS: ETHICAL DECISION MAKING AND CASES, co-authored with John Fraedrich and Linda Ferrell, is one of today’s leading business ethics texts. Dr. Ferrell has served as an expert witness on marketing issues for numerous legal cases, has been quoted in leading business publications, such as USA Today and Wall Street Journal, and has appeared on The Today Show to discuss marketing issues.